McDonald's & McLibel

McDonald's is an international restaurant business, with franchises and owner-operated stores throughout the world, if not the universe. There are over 15,000 locations in 79 countries and a new McDonald's restaurant opens every 13 hours. 85% of the restaurants are independently owned and operated, with company-run stores making up the other 15%. Stock increased by 16% in 1994, and 25% of all McDonald's stock is owned by employees, licensees, and suppliers (McDonald's 1997). The company has achieved a size that makes it a target for many anti-establishment groups, a fact which is expressed in the number of anti-McDonald's web sites on the Internet.

The reason it is such an easy target is that McDonald's is the second-most recognized brand in the world - only Coke (which McDonald's serves) is more recognized. Its promotion techniques include a sophisticated mix of television commercials (generic, special product, and age, gender and ethnic focused); POP merchandising; promotional tie-ins with Disney and other companies; and institutional. No matter how you slice it, McDonald's has made money, but it has not been an easy task, and its corporate identity is accepted yet questionable. Possibly no other food company has prompted so much vigorous discussion and protest.

The most vocal and libelous web site is one called McSpotlight, which is in the process of organizing anti-McDonald's efforts around the world. That site not only inc

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te position has been to ignore the criticism, assuming that eventually it will wear itself out. That policy, however, lacks efficiency and effectiveness, and should be replaced by this suggested solution. Step 1: Consider the Source There is little, if any, verifiable information about the exact composition of the demographics of the typical web user. However, since the act of "surfing the Web" is a habit that costs money (purchasing computers, signing up with an internet service provider and paying for connect time), it is doubtful that there is a strong correlation between the web surfer and the typical McDonald's customer. Step 2: Ask for Proof McDonald's can play the same game as the critics, by asking them to provide proof to the charges. They could do this by adding a new website (the company has almost a dozen) and this web site could be used to invite public debate, as long as the debate was accompanied with data. For instance, it should acknowledge the McSpotlight charges by stating that it would like the authors to support the charges. This tactic would probably disarm the critics, who right now (at least judging from the web site) seem to consider McDonald's as nothing less than a gigantic monster turning th

Category: Business - M